Jodi Life

Made in Jaipur

Jodi, an India-based design studio and marketplace, was founded in 2014 by the dynamic duo of Gauri Verma and Karuna Laungani. As a high-street, slow fashion brand deeply rooted in craft, culture, fashion, and travel, Jodi shares Clotho's commitment to sustainable and ethical fashion practices. Their shared love for artisanal craft techniques, such as hand block printing, bandhini dyeing, and hand embroidery, results in utterly unique designs that add a splash of color and wonder to both home and wardrobe.

Jodi's Commitment

Jodi's recognition includes the Grazia Young Fashion Awards in 2015, alongside features in the Indian editions of esteemed magazines like ELLE, Vogue, Harper’s Bazaar, Femina, and more. While their home is in Pune, Maharashtra, their creations have found homes across the globe, including in America, Dubai, Kuwait, Saudi Arabia, Singapore, and the UK, echoing Clotho's dedication to bringing local artisanal crafts to a worldwide audience.

The story of Jodi is one of serendipity and shared visions. Founders Karuna Laungani and Gauri Verma, both fashion stylists turned entrepreneurs, connected over their mutual appreciation for craft and the unique coincidence of each having a twin sibling. Their decision to name their brand Jodi, meaning 'pair' in Hindi, and the winking eye logo, reflect a life viewed with humor and a penchant for playful pairings. Their journey from fashion stylists to entrepreneurs underscores the pivotal role of India's artisans in their brand, leading them to Jaipur where they met Shankarlalji, a generational hand-block printing artisan. This partnership led to the creation of Jodi's first collection and marked the beginning of a flourishing collaboration.

Jodi releases four collections annually, encompassing womenswear, menswear, home, jewelry, and even pet accessories, showcasing the versatility and breadth of their offerings. Their commitment to small-scale production, fair wages, and supporting family businesses aligns with Clotho's ethos of building a more sustainable and ethical fashion industry.

Their intricate hand-block printing process, a tradition over 500 years old in Rajasthan, is a testament to the brand's dedication to preserving artisanal heritage. Each Jodi print and dress stands as a one-of-a-kind piece, celebrating the uniqueness brought forth by handcrafted techniques. Similarly, their ventures into hand dyeing, screen printing, and embroidery demonstrate a playful yet respectful exploration of color and pattern, further enriching their collections.

In 2020, Jodi expanded their love for craft into Jodi Bazaar, a marketplace for handcrafted décor and lifestyle brands, extending their reach into ceramic art, lamp making, and art prints, among others. Their foray into jewelry in 2021 brought their motifs to life in wearable forms, crafted with pure 18k gold plating and vibrant gemstones.

The team behind Jodi, from block makers to designers and customer care, embodies the collaborative spirit that brings Jodi to life. Each piece, passing through multiple hands, emerges with a unique charm, a je ne sais quoi that Jodi proudly attributes to the traditional, artisanal techniques employed in their creation.

Jodi is a testament to the power of slow fashion, traditional craftsmanship, and the beauty of ethical, sustainable design, making them a brand truly worth celebrating and featuring on Clotho's platform.